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Yesterday, I was talking with a friend of mine about where to budget marketing dollars for 2010. The topic of web sites came up, and the purpose of an agent web site was discussed.
Andrea makes what I think is a very good argument that agent web site have become or are quickly becoming dinosaurs. In her blog she states “the lines between the blog and web site have become blurry”, I would argue that the lines have merged. My thesis is that any document with a URL is a web site and can accomplish the desired result.
In my opinion an agent web site is to engage, capture, and eventually do business with a consumer. This can be accomplished in a number of ways. A blog, a twitter account, a facebook page can all accomplish this task. The fact of the matter is a web presence is part of a sales funnel. The key to any sales process is to identify and understand where the leaks or stress points are in the process. I would argue that in the real estate sales process the leaks are in the engage and capture portion of the process. The point between capture and close has too many outside influences, credit worthiness, appraisal issues, inspection issues, the list is endless. So with this in mind it is that I originally began to think that traditional agent web site might in fact not be the best use of time and money.
While reading the latest NAR Survey of Home Buyers and Sellers I wasn’t surprised when most surveyed indicated they began their home search on the internet. However as I continued reading the survey, buried toward the end was a fact that is often over looked the vast majority of buyers and sellers choose their agent based on 2 things:
1) Referral. They choose an agent that is a friend, relative, or neighbor.
2) They have done business with their agent before.
If you like me, think the survey is valid, then you must keep this in mind when developing your web strategy and spending your marketing dollars. Social Media is a very good way to keep in touch with and market to your sphere of influence. Email is another great way to do this. Rezora, is an email marketing program that was designed by and for the real estate industry. It gives agents and brokerages the ability to communicate with a sphere of influence, monitor the communication, and understand what consumer behavior is generated by the communication. Check out the demo at www.rezora.com. Once you see what Rezora can accomplish I am confident you will find it a great way to communicate with your clients. Drop me an email if you would like more info and to discuss available pricing options.
2010 promises to be a year of continued change. Seth Godin summed it up best in his blog today, “what will you have to show for what you’re doing right now. If the answer is not much perhaps you should consider a new plan”. You can’t get to second base unless you leave the safety of first base; success involves risk, and trying new things. Resolve to try something new, it is not too late to ReInvent your business, your web site, or marketing efforts.
Here’s to the New Year! |
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The Battlefields of Flanders gave new meaning to the word war. Thousands of German, French and British soldiers engaged in trench warfare. Man’s newest killing machine, the machine gun, turning the trenches into a slaughter house of human flesh. Cold, wet, and, hungry both sides committed to their cause, fighting for what they saw was a justice.
Suddenly tiny lights began to flicker; the French and British troops struggled to figure out the source of the light. Was it a new weapon, some unknown force about to be unleashed? Was the living nightmare about to become a living hell?
From the short distance that separated the warring factions a melody could be heard. What was that melody? The flickering lights, a strange melody, and the guns lay silent. Was it “O Tannenbaum”? To the amazement of the French and British Troops “Fritz” was celebrating Christmas. The tiny lights proved to be candles decorating little Christmas Trees just outside the trenches. Soon the melody was replaced with “Merry Christmas Tommy” in a heavy German accent.
Not to be outdone by the Germans the Brits start singing “The First Noel”. When the Brits broke into “O Come All Ye Faithful” the Germans responded in-kind with “Adeste Fideles”, the same hymn in Latin.
Soon both sides began meeting in the no man’s land that separated the heavily fortified trenches. Exchanging well wishes, food, and tobacco, foes celebrated Christmas together. Playing cards, toasting the truce, and even playing soccer both sides took a step back to acknowledge the holy night.
Two mortal enemies committed to each other’s destruction, lay down their weapons, if only briefly to celebrate the Joy that is Christmas. It was the Eve of Christmas 1914, on the Western Front in Northern France and Belgium.
Here’s hoping the Christmas Miracle fills you and yours with Peace and Joy. Merry Christmas to all and to all a Good Night! |
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While watching my favorite Christmas Show, “The Grinch”, I was reflecting on 2009. The year that was, or soon to be was, was indeed one in which we all came face to face with economic terms that we all thought were a thing of the past.
Continued deflation in the housing market, double digit unemployment, a credit crunch, and bank failures all quickly come to mind.
After the hustle and bustle of the Holiday’s pass and the New Year’s resolution are made we will be faced with all the opportunity that every New Year promises. Like the Grinch who’s heart grew to the size of 10 Grinch’s I was reminded of modern day parable of the big and small rocks. Click here for the best video of the parable that I have seen.
As we prepare to toast the New Year and make plans to make 2010 a banner year remembering the Big Rocks will help us all put things in prospective. A couple of years ago I was speaking with a Consultant/Trainer who relayed the following story:
While meeting with a Group of Automotive Dealer’s the following question was posed, “What are the most important things in your life?” The answers were typical, with faith and family topping the list. He then posed a second question, “Do your senior managers and leadership team know the answers to the first question?” Silence fell upon the participants. Lastly Mike asked, “Does your organizational culture reflect your highest priority, the answer to question 1. As the real estate industry struggles to be profitable, thinking about these questions and the answers may go a long way to making sure we are putting the big rocks in first.
Understanding is the key to success. Understanding what we want to accomplish, understanding what those around us want to accomplish, and understanding what our customers and/or clients want to accomplish. Our industry is suffering from an extreme lack of understanding. Broker/Owners don’t understand why managers aren’t recruiting more agents, agents don’t understand why buyer won’t buy or why seller’s have ridiculous expectations of a home’s value, and clients don’t understand why an agent can’t get the pennies on the dollar that the late night infomercials promise are right in front of everybody.
To understand is to lead. And leadership is what is going to make 2010 a different year than the previous, or if you are one of the lucky few, leadership is what is going to continue to make your company successful. There has been much talk about the brokerage of the future. The brokerage of the future is going to be made up of leaders who understand. Leaders who understand that given the proper tools and training managers will attract the top talent. Leaders that understand agents and sales associates need more than a handful scripts to negotiate the best deals for their clients, and leaders who understand that an educated client or consumer will have realistic expectations.
Knowing what we know, and don’t know is the first step. The second step is making the choice to do something to change what we don’t know. What worked in the past isn’t what is going to work in the future.
2010 needs to be the year you reinvent your brokerage. “It’s never too late to be what you might have been.” George Eliot
As we begin the process of reinventing ourselves to face the new economic realities of life we must change the way we conduct our day to day businesses. Focus on the Big Rocks and we can build a high trust business with loyal followers, and motivated and productive, employees and agents.
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Every morning at around 6:30 AM Seth Goodin's latest blog shows up in my inbox. I am always amazed at how Seth can be both relevant and interesting day in and day out, his blog always passes my so what test. Today's post I think is especially relevant. You can read the entire blog by clicking here.
As another year quickly comes to an end, thoughts of what has been, and thoughts of what will be are front and center in our minds. This is especially true for Real Estate Companies and Real Estate Agents and Brokers. The end of 2009 will mark the second or in some market the third year of what many are calling the worst real estate market in history. Just like a year ago, many are think next year is the year the market will come back, next year is the year my company will be profitable again, next year is the year my sales volume and income will return to what it once was, next year is going to be the year the market gets back to normal. I too hope for all these things in the coming year, however a wise man once told me Hope is not a strategy.
My father often says "the future belongs to those who prepare for it" and "these times are good times if we only know what to do". As Seth wrote this morning many of us are playing catch up. But the game isn't over. We all love a great comeback story. As time quickly passes, we must develop our strategy and reinvent ourselves and our companies to meet the challenges and opportunities the new year will present.
2010 like all years will start out with champaign toasts, gala events, and warm wishes from friends, friends and business associates. January 1 will quickly become June 1, and June will quickly turn to December, what is going to be different about 2010. Ensuring a positive and profitable 2010 begins with the actions you are taking now.
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We hit a big milestone today, we passed 500 Twitter Followers! Not the automatic follow everybody followers but 500 Legit Followers. Your help is going to make us successful. If you haven't already begun following twitter.com/peepsandprops please do so.
Look for our ebook to come out next week....Good Stuff!
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Welcome to 2009. If you are a member of Facebook, Twitter, My Space, People and Properties, well then, wlecome to the INternet 2009!! It's all about social networking, talking, blogging, who you are, what you are about and what you think!
No longer do you log on and find static web sites. If you do, the site you are on probably is living in the 90's! It's all about Web 2.0!!!
So let's go!!! Get started today and join People and Properties, the site where you can be you and I can be me, and we all benefit. |
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